Kroger makes data available for Snapchat targeting and performance measurement

Kroger Precision Marketing has added Snapchat as a partner for use of its retail data to target ads, the retailer announced today. Advertisers can now use Kroger’s first-party data, which includes captures of most in-store and online purchases for the retailer via its loyalty program, to target and evaluate results from Snapchat’s immersive ad formats, including Snap Ads and Story Ads. Ad Age Next: CMO Get your tickets for the Dec. 7 event in New York Register here The move follows KPM recently making its data available to a variety of demand-side platforms for use in buying and evaluating connected TV buys, and is one more step toward giving brands an alternative to "third-party cookies on the verge of extinction," said Cara Pratt, senior VP of KPM, in a post on the website of the retailer's 84.51 unit. More broadly, retailers such as Amazon and Walmart make their data available in various ways to improve targeting and post-exposure measurement across their own and other platforms. Walmart recently announced initiatives with TikTok, Snapchat and Roku to use its data to target and measure the performance of ads from packaged-goods advertisers on those platforms. Unlike Kroger and Amazon, whose membership or loyalty programs capture all or most of their transactions, Walmart doesn’t have a full-fledged loyalty program. But with the growth of its Walmart+ membership program and recently launched Walmart Rewards brand-funded rebate program it is working toward filling that data gap. Kroger and Snapchat aren’t offering up individual shoppers for targeting. But segments available on Snapchat include “current, lapsed and new brand shoppers, category shoppers” and “unique diet shoppers” as well as “lookalikes” of existing brand shoppers and shoppers who can be based on various Snapchat interests and behavior on the social platform, KPM shared in its announcement. “We’re excited to match the data science of Kroger Precision Marketing with the high engagement and reach of our unique audience, helping brands deliver a tailored and relevant experience for customers,” said Sharon Silverstein, head of U.S. verticals for Snap, in a statement on the Kroger site. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

Kroger makes data available for Snapchat targeting and performance measurement

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